Continuing its theme from last convention — Carpet One Means Business — more than 1,300 members who attended saw the organization shift focus from cost controls to a more active pursuit of customers.

To help its members get customers, CCA Global Partners (Carpet One's parent organization) has built a website that can be customized at the local level and that will deliver what Carpet One Floor & Home president Eric Demaree calls "the most robust retailer lead management system in the industry.bCrLf

"Online marketing and the Internet continues to be the go-to place for information on floor covering,bCrLf he said. "Customers are more demanding and they have more information and access than ever.bCrLf At the same time, he warned members not to let their experience as traditional retailers blind them to fundamental changes in the industry.

Charlie Dilks, chief product officer, CCA Global Partners, noted that the focus has shifted from how to survive to how to drive customers into the stores. "We are talking to consumers online through our websites and nontraditional media and are trying to drive them into our members' stores. Our focus is on how to generate leads.bCrLf

Longtime member and recent advisory council participant Scott Walker, said, "I think this is the first time that the focus on the Internet was really absorbed by the majority of members,bCrLf he said. "This is a shift in how we think, act and do our jobs and we need to convince members of the need to utilize the Internet as a new marketing vehicle.bCrLf

"People realize they have to push through to the good times,bCrLf said Sasha Bolderoff, membership administrator for the World Floor Covering Association, noting how a lot of Carpet One members are using their scholarship money toward this show.

The educational aspect is why Michael Robinson, a 13-year member from Hanford, Calif., says he doesn't miss a convention. "It helps me keep up with trends.bCrLf

He also fully supports the new Internet strategy. "People are using the Internet to buy all sorts of products. I recently bought a Jeep online. This is the right strategy for us.bCrLf

One of the biggest benefits members cite is the membership itself. "We've got a thousand friends to talk to. It makes even little retailers feel like part of a big chain,bCrLf said Steve Joss, a Columbia, Md., member, whose son Adam is just now joining the business and who was also in attendance. "I wanted my son to be exposed to the culture we have here.bCrLf

Howard Brodsky, co-CEO, CCA Global Partners, said, "Personal intimate relationships don't happen in a big box.bCrLf And while he was referring to today's flooring customer he might have been talking about his own members. "This summer event has been one of the best buying conventions we've had in a long time,bCrLf he concluded.